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Upcoming Beverage Trends: Big and bold flavours could be at the forefront
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Thursday, 06 January, 2022, 15 : 00 PM [IST]
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Komal Somani
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Consumers' beverage tastes and preferences are shifting toward a greater emphasis on health, reshaping the beverage supply chains. Beverage brands are focussing more on creating products centered on specific ingredients with health benefits; this is compelling innovation in the beverage sector.
Soft drinks (carbonated drinks and juices), health drinks, milk-based drinks, flavoured drinks, and energy drinks have been the most popular beverages in the beverage industry, excluding alcoholic beverages. It's crucial to remember that constant expansion is only possible if beverage manufacturers focus more on consumer demand and ongoing trends. Talking and discussing the current and upcoming trends is one of the most significant things that all beverage producers must keep in mind to keep up with the ever-growing competition. While talking about the beverage industry, it's mandatory to consider the products that have had a positive impact on the consumers in the past. People are returning to their roots, whether it's in food or beverages, as they feel the urge to experience flavours from the past with a modern twist to them. People's shopping and socialising habits have evolved as a result of changing times. As a result of economic duty, customers will be more cost-conscious and push demand for value. For years, complex, nuanced flavours have dominated the spotlight, but that will change in 2022.Since we are talking about changing demands and flavours amongst consumers, let's take a quick look at these upcoming Beverage Trends: Big and bold flavours could be at the forefront, along with guilt-free indulgence, return to simplicity, natural goes mainstream, format innovation, direct from origin, walking the talk on sustainability and fruit wines in the year 2022.
Expect beverage makers to go 'big and bold' with their flavours, with such a huge demand for seltzer (Carbonated water dissolved in carbon dioxide gas). Beverage companies are looking for new methods to differentiate themselves from the competition, going for stronger and bolder profiles. Nostalgic profiles such as watermelon, strawberry, cherry, and apple, could be the next avenue for beverage manufacturers, as consumers are already familiar with these flavours. Consequently, strong flavours are expected to drive the beverage trends in 2022.
'Guilt-free indulgence' is a trend that will allow people to relax and bust their stress while keeping their health in check. With travel and other restrictions being in place for the past year, people have found new ways to enjoy and celebrate life. Beverage manufacturers could meet their customers' changing expectations by experimenting with floral profiles like hibiscus, lavender, and elderflower since products with natural ingredients have increased demand. This may be the trend to follow in 2022 since guilt-free indulgence allows you to enjoy something without feeling unhappy about it.
Consumers seek comfort in beverages and foods that remind them of happier, less chaotic times. Some customers rally behind a low-alcohol or no-alcohol lifestyle to achieve holistic wellbeing goals. Beverage manufacturers could consider 'a return to simplicity' to address these consumer desires in the coming year. Simplicity is a source of comfort in a time when life appears to have become far more difficult. In reality, the current "clean label" trend demonstrates how the quality of ingredients, rather than quantity, influences consumer perceptions of beverage value. It also explains why drinks with straightforward ingredient lists remain popular with consumers. I believe this could be a trend to look out for. Natural energy drink brands have experienced triple-digit growth in recent years, owing to consumers' desire for energy-boosting products without sacrificing their desire for natural, 'healthy' ingredients. Until now, these products have competed in a niche market, gradually gaining market share against hugely dominant market leaders, but 2022 may be the year 'natural energy becomes mainstream.'Naturally energising' plant-based ingredients are essential for capitalising on this trend, which is driving demand for tea, coffee, and botanicals. Energy drinks containing caffeine from green tea are being developed as a method to tap into both the clean label and energizing trends. These products frequently include matcha to improve health benefits, making them more appealing to consumers looking for wellness items that fit into their hectic schedules.
Because of the busy schedule, Consumers are looking for innovative and unique products that fit their hectic lifestyles while meeting their demands for health, sustainability, and experimentation. 'Format innovation' is yet another trend to catch a flight in 2022. Format Innovation is driven by the convergence of several major trends influencing consumer behaviour, as consumers are looking for items that fit their requirements and lifestyles, which increasingly implies being 'on-the-go.' Consumers are looking for innovative product formats that use fewer packing materials due to worries about packaging, particularly plastic. In short, Consumers want items that provide actual benefits and enhance their wellbeing in simple and innovative ways. Flexibility and anticipation of the next wave of product formats are essential for capitalising on this trend.
Consumer behaviour has been proven to be heavily influenced by sustainability. 'Walking the talk on sustainability' is yet another upcoming trend to be added. In terms of value, consumer products that were positioned as sustainable grew 5.6 times faster than products that did not mention sustainability. According to research, consumers are more loyal to 'sustainable' brands, which is an important factor in a landscape of increasing choices. As consumer interest in sustainability grows and information about the environmental impact of products and services becomes more publicly available, consumers are growing more skeptical "green washing.". They're looking for brands that boast about their sustainability credentials but don't have any concrete activity in their supply chain to back up their claims. From a brand's perspective, minimal involvement throughout the supply chain can make sustainability claims challenging and expensive to do effectively.
Coming to the last trend that is 'fruit based wine,' has been gaining global popularity; it's a trend that could blow up in the beverage sector. Fruit wines can be still or sparkling. Expect more beverage companies and manufacturers to develop their fruit wines. Since fruit wines have more nutritional benefits, they could very well fulfil the growing demand for healthier beverages amongst consumers. I anticipate this trend will continue to gain even more popularity in the coming year 2022. People throughout the world want to live a better, more conscious life. Fruit wines are lighter, more refreshing versions of grape wines.The desire for healthy beverages is on the rise.
As beverage manufacturers, we all are aware of the fact that beverage trends are constantly on the move and keep changing as per consumer demand. Beverage makers have to keep evolving and innovating with time, talking about innovation in the beverage sector. The consumer's holistic approach towards beverages will continue to grow more for years to come, so it's only ideal for creating a beverage that consumers desire. Since grapevines have been around for ages, it's time we change the notion. And I believe that fruit wines could be the new face of the beverage sector. "In a world of fads, we want to be trendsetters."
(The author is founder & chief marketing officer, Resvera Wines)
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